As the digital space blew up, particularly with online shopping and web self service (who wants to ask for help these days anyway, right?), we wanted to fully understand our customers. To do this, we set up a six month project that followed the lives of several people from different backgrounds. We monitored their daily moves from the moment they woke up to the moment they slept – with their permission of course. Every action on their phone was tracked, and each night they were required to provide a video blog to us about how they interacted with the technology and brands in their lives. We also regularly met up with them to interview them and catch their thoughts on our observations. The result? Three key online personas for the Vodafone brand in Australia. With this comprehensive information, we were able to better identify our audience and tailor seamless user experiences, brand messaging and products based on their needs and technological abilities.
Please note that due to corporate sensitivity of this material, image quality has been reduced and the ability to click to zoom has been disabled.
When 3 Mobile and Vodafone merged in Australia, I provided our new business with a new tone of voice guideline. This helped shape our brand with consistent language across all mediums. Working in the digital UX team, I also created a digital content guideline to help structure page layouts, navigation and editorial foundations.
Please note that due to corporate sensitivity of this material, the content within these guidelines is unavailable for online viewing.
Every year, people all over the world go into a rumour frenzy about the release of the next iPhone. I took this opportunity to gain a viral reaction for Vodafone Australia’s iPhone registration page. With so many media outlets reporting on these rumours, I created a banner to end the rumours. The result? All eyes were on us and what we knew. It was an overnight global hit, with some of the biggest tech sites in the world picking up on our page – all organically. No fake seeding. No favours. No PR trickery. We achieved our largest ever number of customers signing up for our iPhone release marketing list, with the majority of our base following through with a purchase.
Some of the many articles about my banner.